7 Latina Influencers who Are Successful Entrepreneurs

Graphic design featuring 7 Latina women influencers and entrepreneurs: Michelle Phan, Lele Pons, Yovana Mendoza, Dulce Candy, Bethany Mota, Katy Roach, and Paola Alberdi.


Michelle Phan (@michellephan)


Social media offers a powerful platform to show talents, personalities, passions, and expertise from all over the world. Latinas, who are drastically underrepresented in media and Hollywood, have bypassed the gatekeepers and grown communities of millions of followers, turning their online presence into successful businesses.

Michelle Phan, of Vietnamese and Mexican descent, is one of the pioneers of the beauty influencer niche. With over 8 million subscribers on YouTube, 1.8 million followers on Instagram, and many more across other platforms, Phan has built an empire with her makeup tutorials, skincare tips, and lifestyle content. She has expanded her online presence into a successful makeup brand, “EM Cosmetics,” making her a millionaire.

Lele Pons (@lelepons)


Lele Pons is a Venezuelan-American influencer who became famous online through Vine, where she posted funny skits with her friends. Eventually, she transitioned to YouTube, where she continued growing her following with funny sketches, collaborations with other influencers, and her own music. Today, she has 53.6 million followers on Instagram alone and she’s focused on business, music production, and acting.

Yovana Mendoza (@yovana)


Formerly known as “Rawvana,” Yovana Mendoza is a Mexican-American influencer in the health and wellness space with 1 million followers on Instagram. She gained attention online for sharing her raw vegan diet until her health started suffering. It became clear that the “healthy” lifestyle she was advocating wasn’t healthy at all when she developed SIBO, which is excessive bacteria in the small intestine. This led her to experience bloating, have severe stomachaches, and even lose her period and hair. Based on medical advice, she started incorporating animal protein into her diet and prioritizing her health. Then, she rebranded to just “Yovana” and is actively working to promote a balanced lifestyle. Not just with the brands she partners with, but also through her own products, including her app Simplefit.

Dulce Candy (@dulcecandy)


Dulce Candy is another Mexican-American and she has an interesting background because she started her YouTube channel while serving in the U.S. Army. She started in the beauty space, but over the years, she expanded her brand to include fashion, lifestyle, motherhood, wellness, spirituality, and mindfulness. Dulce has 1 million followers on Instagram, and her following continues to grow!

Bethany Mota (@bethanynoelm)


With over 4 million followers on Instagram and over 9 million subscribers on YouTube, Bethany Mota is one of the biggest influencers in the fashion, beauty, and lifestyle space. She’s of Mexican and Portuguese descent and is well-known for her lifestyle content, where she shares her favorite products, does GRWM (Get Ready With Me) videos, and shares her day-to-day life, with millions of people thinking of her as a comfort content creator.

Katy Roach (@katy)


Known as Lustrelux on social media, Katy is a Mexican-American beauty influencer who became known for her makeup tutorials, product reviews, and chic sense of style. She started on YouTube, where she has over 1.8 million subscribers. Now, she focuses more on Instagram, where she has over 2 million followers, and she also launched her own clothing brand, called “Thirty Years.” Additionally, she collaborates with big beauty brands and keeps her content engaging with a steady presence online.

Paola Alberdi (@paolaalberdi)


Paola Alberdi is a fashion expert in the influencer space and she has worked with brands like Chanel, Gucci, Dior, Dolce & Gabbana, and Coach. She has also worked with beauty brands like Givenchy Beauty and Sephora, so she’s a big deal in the space. As a Mexican American, Paola resonates with many Latinas. She has successfully broken into the business world as the founder and creative director of “Blank Itinerary,” a bilingual fashion and lifestyle platform featured on Vogue México, Forbes, and Harper’s Bazaar.


Latinas come from various backgrounds and have unique stories to tell. We encompass a rich tapestry of cultures, histories, and life experiences. Unfortunately, despite this beautiful diversity, we often face persistent stereotypes that limit and objectify us, reducing our identities to sexualized and exotic caricatures. These stereotypes have far-reaching effects on the Latina community, influencing our personal lives, careers, and overall place in society.

Sexualization and fetishization are separate but interconnected issues. Sexualization refers to the reduction of a person to their sexual attributes or capacities, essentially objectifying them. Fetishization involves objectifying a person and attributing stereotypical or fantastical traits to them based on their racial or ethnic background.

As Latinas, we frequently find ourselves confronted with a pervasive stereotype that has come to be known as the "spicy Latina." This stereotype portrays us as hypersexual, passionate, hot-blooded, loud, and intense individuals, and is often accompanied by a strong, “exotic” accent, reducing our complex identities to a superficial and sensationalized caricature. The "spicy Latina" stereotype contributes to the harmful fetishization of Latinas, as assumptions about our supposed "passion" or "fire" are used to justify and perpetuate our objectification as mere sexual objects.

The fetishization of Latinas is further exemplified by distressing statistics. In 2022, the term "latina" ranked as the 4th most searched keyword in the adult film industry. This serves as a stark reminder of how our ethnicity is reduced to a sexualized fantasy, reinforcing the objectification and devaluation we face.

This persistent sexualization and fetishization can have far-reaching implications for our personal and professional lives:

Personal Impact

The perpetuation of these stereotypes places us at risk of encountering uncomfortable and unsafe situations. Many Latinas find themselves subjected to unwanted sexual attention or advances solely because of these preconceived notions. Consequently, these stereotypes also have an impact on our interpersonal relationships, as we may feel compelled to conform to these expectations or fear being misunderstood by our partners. The pressure to fit into these sexualized roles can significantly affect our personal well-being.

Professional Impact

In professional settings, the sexualization of Latinas can serve as a barrier to our progress and adversely affect how we are treated. We may not be taken as seriously as our counterparts or, worse, experience harassment based on these sexualized stereotypes. Such objectification undermines our abilities and accomplishments, impeding our advancement and stifling our professional growth. It is a disheartening reality that our capabilities may be overshadowed or dismissed due to the focus on our perceived sexual attractiveness.

Societal Impact

The sexualization and fetishization of Latinas perpetuate systemic inequalities, exacerbating discrimination on a societal level. These prevalent stereotypes contribute to biases and prejudices that manifest in various sectors, including healthcare, law enforcement, and education. Latinas may face unequal access to quality healthcare or encounter biased treatment from law enforcement officials. Moreover, these stereotypes can limit educational opportunities and hinder academic achievements. The consequences are far-reaching, reinforcing existing disparities and impeding progress toward a more equitable society.

Mental Health Impact

The continuous objectification and devaluation of Latinas take a toll on our mental health. The persistent portrayal of Latinas as solely sexual objects can lead to profound self-esteem issues, feelings of inadequacy, and internalized racism. The resulting anxiety, depression, and other mental health challenges are further compounded by the lack of authentic representation of the diverse experiences of Latinas in media and popular culture. Our identities and stories are often overlooked or distorted, contributing to a sense of marginalization and erasure. It is crucial to recognize and address these mental health implications to ensure the well-being of Latinas and foster a society that celebrates our true worth and contributions.

The sexualization and fetishization of Latinas have profound and wide-ranging consequences that extend into our personal lives, professional endeavors, and the broader fabric of society. To confront and address these issues, we need to actively dismantle harmful stereotypes, foster inclusivity, and create a more equitable world for not only Latinas but all marginalized communities.

A critical step is to demand media representation that defies and shatters stereotypes. We need to see Latinas depicted in diverse roles that highlight our complexity as individuals with unique stories and experiences. By challenging the narrow narratives often imposed upon us, we can promote a more authentic and nuanced understanding of Latinx identities.

Advocating for Latin American history and culture to be integrated into education is equally important. By ensuring that people learn about the real lives and rich backgrounds of Latinas, we can cultivate understanding, appreciation, and respect for our heritage.

By openly discussing the problems of sexualization and objectification, we can challenge people's attitudes and foster positive change in societal perceptions. It is through dialogue, education, and empathy that we can shift societal norms and foster a climate of respect and equality.

In the end, it's important that we empower ourselves and our fellow Latinas to speak out against stereotypes and discrimination. Creating safe and inclusive spaces where our voices are heard, acknowledged, and respected is essential for progress. Together, we can uplift one another, amplify our voices, and assert our right to be treated with dignity, respect, and equality. These fundamental principles should be extended to every individual, regardless of their background or identity.

While Mother’s Day can be a beautiful holiday that honors mothers and celebrates motherhood, it can also be a painful day for many. Mother-daughter dynamics exist on a wide spectrum and, sometimes, they’re complicated and a source of heartache for many different reasons. A new play, “Of Mothers and Men,” opens May 7th to explore some of those complex dynamics from an Afro-Latina perspective.

The dynamic new play is produced by the Black Latina Movement, an award-winning grassroots theater company and cultural group dedicated to advancing African and Latino cultures through storytelling and visual representation. The company provides a platform for diverse talent to showcase their artistry through a variety of creative projects, promote diversity in local communities, and create inclusive spaces.

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The Black Latina Movement was founded by Jamaican-Puerto Rican Crystal Shaniece Roman in 2008. Roman is also the writer and director of the critically acclaimed “Of Mothers and Men.” Derived from the American classic written by John Steinbeck, “Of Mice and Men,” the play offers a unique perspective on women, their mothers, and their relationships with men.

“After creating The Black Latina Movement in 2008, I knew it was time for the world to see us for who we are and not the box they put us in. With all the social and economic issues we are facing in the world, I know that time is here. I want to help broaden the spectrum of hues the industry has and provide the further depth it so desperately needs,” Roman says in her Creator Statement.

“Through the medium of the arts, now more than ever we need to showcase the diversity of women and our multiplicities, especially those for women of color. As a Black Latina, my perspective may be unique but shares so many commonalities with many women of multicultural backgrounds,” Roman concluded.

Promotional image by “Of Mothers and Men” on Instagram

“Of Mothers and Men” is a monologue-driven play where each of the 9 vignettes offers a profound look into the significance of two of the most influential people in one’s life. Each monologue is delivered by a different character and their age and background color their perception, making each of their perspectives unique and nuanced. The play is not only female-created, it’s also female-funded and it boasts an all-female cast of Latina and African American women, including Roman herself.

“The lives of Black and Latino people are more than the pain and trauma that has been woven into the tapestry of our strength. We deserve to have more conversations about the dynamics of our healthy relationships, as well as more expressions of the complexities that exist within the arts,” said Roman in a recent press release. This is the core of “Of Mothers and Men” and it accomplishes those conversations beautifully.

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What makes the play resonate with women across the board, but especially Latina, Afro-Latina, and African American women, is that each monologue is honest and raw, unraveling the joy and pain that stems from each character’s relationship with their mothers and the men in their lives.

Because each vignette offers a unique perspective, together they explore a wide spectrum of experiences, providing visibility and much-needed contrast while revealing cultural insights. Audiences may easily find at least one story they can directly relate to, and the ones they can’t relate to still provide eye-opening points of view, prompting them to think more deeply about their own dynamics and peel back the layers.

Promotional image by “Of Mothers and Men” on Instagram

First created in 2010, the play had its first off-Broadway run in 2012 and toured the Northeast. Over a decade later, “Of Mothers and Men” is coming back to the stage in New York City from May 7 to May 11 at the wild project in the East Village and it’s one of the Mother’s Day Week events you shouldn’t miss if you’re in the city.

You can get your tickets here and mark your calendar for a transformative experience.

Contrary to what many Americans believe, Cinco de Mayo isn’t Mexico’s Independence Day. May 5 is a date that commemorates the military victory of the Battle of Puebla, where Mexican troops held off invading French forces in 1862. It was a surprising victory because the French were one of the most powerful armies in the world, so their forces were much more formidable. That’s why the Battle of Puebla has become a powerful underdog story of triumph over adversity and it made a big difference, especially for Mexicans living in California.


Outside of Puebla, Mexico doesn’t widely celebrate Cinco de Mayo, but in the U.S., things are very different. Mexicans have upheld the celebration, making it an integral part of their culture. Every year, over 500 cities in the U.S. celebrate Cinco de Mayo, and Los Angeles stands out among them because they always go all out. The day is celebrated with parades, street fairs, block parties, mariachi competitions, and more.

However, as time has gone on, Cinco de Mayo has become wildly Americanized, which in this case is a synonym for commercialized. The holiday is now less about the history behind the date and what it means for Mexicans, and more about consumerism. For most Americans, Cinco de Mayo is tacos and beer day, but they don’t even know what the holiday stands for.


With nearly endless access to information at one’s fingertips nowadays, ignorance is an excuse that no longer holds much weight. If they cared enough about the culture to educate themselves, they would. Americans’ celebration of Cinco de Mayo is not only shallow, but also hypocritical, as Mexican immigrants, Mexican Americans, and Latinos are generally facing an increase in hostility from some in the dominant white community, and crime rates are now reflecting an increase in hate crimes.

The aggression against Mexicans has even been exported to their own soil, with reports of U.S. tourists and migrants in Mexico and other Latin American countries attempting to diminish or fundamentally change their traditions and culture.

Cinco de Mayo: What Happened at the Battle of Puebla?

Cinco de Mayo commemorates the Battle of Puebla, which has a significant place in Mexican history. In the early 1860s, Mexico was grappling with internal and external turmoil. President Benito Juárez, trying to steer the nation forward, declared a moratorium on foreign debt payments. This angered European countries, with Spain and England withdrawing from the moratorium. Meanwhile, France, ruled by Napoleon III, had other plans for Mexico–turning it into a French colony.

At the time, the United States was going through its Civil War, so France’s intervention in Mexico posed an issue. According to the Monroe Doctrine, a U.S. policy, European colonization or puppet monarchs were actively resisted, but the Union was focused on the ongoing war. If they did nothing and Puebla came under French rule, Napoleon could establish trade with the Confederacy. On the other hand, sending help to Mexico could help France establish an alliance with the Confederacy. This is how the Battle of Puebla became intersected with the broader American context.

Despite being outnumbered by at least 2,000 French soldiers, Mexican forces led by General Ignacio Zaragoza triumphed at Puebla, intensifying their sense of patriotism. In California, Mexicans saw this victory as a symbol of a shared struggle for democracy and liberty. The defeat of the French was a big blow to the Confederacy's hopes of support from a French-controlled Mexico, which gave the Union a boost.

The victory, however, was short-lived. The French re-grouped and, a year later, defeated 29,000 Mexicans and made their way to Mexico City, where they attempted to establish a second empire. Not to be deterred, Mexican forces continued fighting and took down an estimated 11,000 French troops with their guerrilla tactics. The French withdrew from the country in 1867 as it faced threats from Prussia in Europe and America if they didn’t withdraw.

Over time, the symbolism of the first Battle of Puebla intersected with bigger movements in the U.S., such as the fight for civil rights. This is one reason Cinco de Mayo isn’t just about Mexican pride, it’s also about the contributions Mexicans and Latinos have made to U.S. history.

Chicano activists in the 60s and 70s revitalized Cinco de Mayo as a symbol of Indigenous Mexican resistance and a call for social justice. However, in recognition of the holiday’s potential to profit from the Latino community, a demographic that has been consistently growing in the U.S., big businesses, especially beer companies, started commercializing Cinco de Mayo. The commercialization started in the 80s and, since then, it has muddled the true meaning of the holiday.

The Commodification of Latino Culture

Today, there’s no denying that Cinco de Mayo is centered around tacos, beer, and tequila. Looking at beer alone, Quartz reported that the Beer Institute declared Cinco de Mayo one of the biggest holidays for beer sales in the U.S. According to the same report, 2022 saw beer volume sales rise by 8% and commercial sales rise by 12% during the week of Cinco de Mayo compared to an average week at any other time of the year. Moreover, Cinco de Mayo has been shown to surpass the Super Bowl and St. Patrick’s Day in beer sales.

Cinco de Mayo also boosts produce sales. According to Produce Pay, this holiday is the second-highest consumption date for avocados, second only to the Super Bowl. It’s a highly profitable day for Mexican restaurants as well, whether they’re authentic or not, because they see a big increase in revenue on that day. This can be great news for Latino-owned restaurants, but it’s not uncommon for Latinos to feel torn about it.

In a society so driven by consumerism and instant gratification, the historical significance of Cinco de Mayo has been pushed to the sidelines. A date that was once a symbol of resistance is now centered around marketing and an excuse for corporations to capitalize on Latino culture while bolstering racist stereotypes in their campaigns. Profit has diluted this piece of Mexican heritage, turning it into one big party and highlighting nothing about its historical significance.

Cultural advocates highlight every year that it’s important to remember that while the holiday can certainly be enjoyed with tacos, beers, and margaritas, it’s also important not to forget the inspirational roots of resistance and overcoming against all odds.

Star Wars has always been more than just an epic space adventure. At its core, the franchise is a reflection of our world, borrowing heavily from our cultural inspirations and real-life struggles.

From the underdog nations in historical and current conflicts to the real-life heroes inspiring Princess Leia's iconic hair, Star Wars has always been a way for us to see ourselves reflected in a galaxy far, far away.

The Star Wars universe has evolved to reflect the changing landscape of Hollywood, with an increasing emphasis on diversity and representation that rings particularly true for Latinos, as the franchise has welcomed more and more talented Latino actors into its castin the past few years. From Pedro Pascal's magnetic performance in "The Mandalorian" to Diego Luna's emotional portrayal of Cassian Andor in "Rogue One: A Star Wars Story," Latinos have become a crucial part of the Star Wars universe.

So today, we're going to celebrate in style by showcasing some of the coolest characters played by Latinos in the Star Wars universe. May the 4th be with you!


Oscar Isaac as Poe Dameron

Promotional image for "Star Wars: The Force Awakens" featuring Oscar Isaac as Poe Dameron. Source: Wookieepedia

You may have caught him in his breakthrough roles in "Inside Llewyn Davis" or "Ex Machina." Still, his portrayal of the dashing Resistance pilot Poe Dameron in the Star Wars sequel trilogy made him a household name.

Whether he was leading daring missions against the First Order or trading quips with his trusty droid, BB-8, Isaac brought an undeniable energy to the role. His chemistry with his co-stars, particularly John Boyega's Finn, added an extra layer of humor and heart to the films. If the Force were looking for a pilot with swag, they couldn't have done better.

Rosario Dawson as Ahsoka Tano

Promotional image for "Ahsoka" featuring Rosario Dawson as Ahsoka Tano. Source: IMDB

Rosario Dawson is a multi-talented actress, producer, and activist known for her impactful performances and dedication to social and political causes. As a self-identified Afro-Latina, Dawson has used her platform to advocate for inclusivity and representation in Hollywood.

Rosario Dawson's portrayal of Ahsoka Tano in the live-action adaptation of "The Mandalorian" is nothing short of Jedi-level mastery. Her performance brings the beloved animated character to life, captivating audiences with her wit, skill, and undeniable coolness. In short, she is Ahsoka Tano come to life, and we are all here for it.

Pedro Pascal as Din Djarin

Promotional image for "The Mandalorian" featuring Pedro Pascal as Mando. Source: IMDB

Pedro Pascal is a true Renaissance man of the entertainment world. This Chilean-American actor has wowed audiences both on the big and small screens (and let's not forget the internet).

In "The Mandalorian," Pascal brought the iconic bounty hunter to life with nuance and depth, cementing his place in the Star Wars universe. But he's not just a talented actor. Pascal is also a passionate advocate for Latino representation and social justice issues. He's used his platform to speak out against the mistreatment of immigrants and has been a vocal supporter of the ongoing fight for racial equality.

Pedro Pascal has got it all - the talent, the looks, and the humor. And with all of these qualities combined, it's no surprise that he's breaking the internet every day or so. We're grateful for it, though.

Diego Luna as Cassian Andor

Promotional image for "Andor" featuring Diego Luna as Cassian Andor. Source: Wookieepedia

Diego Luna is the ultimate jack-of-all-trades, with a career as varied as his background. He got his start in Mexican soap operas, but then he completely owned the screen in "Y Tu Mamá También," "Milk," and "Rogue One: A Star Wars Story."

As Cassian Andor, Luna took us to emotional depths we didn't know existed. And he's not just an acting prodigy - Luna also directs, produces, and uses his platform for social justice. Fun fact, we’ve seen people on the internet refer to him, along with Oscar Isaac and Pedro Pascal, as the "space papi trifecta." Sounds like a cosmic dream team to us.

Jimmy Smits as Bail Organa

Still image from "Star Wars" featuring Jimmy Smits as Bail Organa. Source: Wookieepedia

Jimmy Smits is a true Hollywood OG. He's been killing it since the 80s, with memorable roles in shows like "L.A. Law" and "Sons of Anarchy." But for Star Wars fans, he's best known as Senator Bail Organa - the human who helped spark the Rebel Alliance and Princess Leia’s adoptive father.

Smits brought depth and dignity to the role, showing us why he's among the best in the biz. And it's not just acting that Smits cares about - he's also a champion for the Latino community and a big supporter of the arts.

Mercedes Varnado as Koska Reeves

Still image from "The Mandalorian" featuring Sasha Banks as Koska Reeves. Source: Wookieepedia

Mercedes Varnado, better known by her ring name Sasha Banks, is a force of nature - in and out of the ring. The California-born wrestler stole our hearts with her athleticism and charm, becoming a champ in her own right.

And now, she's showing off her acting chops as Koska Reeves in "The Mandalorian" and its spin-off. But Banks is more than just a talented performer - she's also an advocate for mental health awareness.

Adria Arjona as Bix Caleen

Promotional image for "Andor" featuring adria Arjona as Bix Caleen. Source: Wookieepedia

Adria Arjona is a star on the rise, and her background is as fascinating as her acting chops. Hailing from Puerto Rican-Guatemalan roots, Arjona started in Spanish-language productions but quickly found her footing in English-language TV and film. She's wowed us in "True Detective," "Pacific Rim: Uprising," and "Morbius" with her ability to play complex characters.

And now, she's making her way to a galaxy far, far away as Bix Caleen in the “Andor” television series, a character with a tough exterior that protects her vulnerable core. But Arjona's talents don't stop at acting - she's also an activist who uses her voice to speak up for immigrant rights and climate change.

Under The Makeup

From left to right: Lupita Nyong'o as Maz Kanata, Horatio Sanz as Mythrol and John Leguizamo as Gor Koresh. Source: Wookieepedia

Just because they're buried under layers of makeup doesn't mean aliens in the Star Wars universe aren't getting some Latinidad.

Kenyan-Mexican actress Lupita Nyong'o brought the fearsome pirate queen Maz Kanata to life via motion capture in all three Star Wars sequel trilogy films. Maz might be an alien, but Lupita's performance gave her a humanity and gravitas that we'll never forget.

Meanwhile, Chilean-American comedian Horatio Sanz added some comedic relief to The Mandalorian as Mythrol - a wanted fugitive who ended up getting carbon-frozen by Pascal's character. It might be tough to spot Horatio through all the prosthetics but trust us, he's in there!

And let's not forget about Colombian-American actor John Leguizamo, who played the boastful Abyssin alien Gor Koresh in The Mandalorian. John is a master of disguise, and his portrayal of Gor Koresh was just as memorable as any of his human roles.

So, the next time you're watching Star Wars and see an alien character that looks a little familiar, don't be surprised if you find out that there's a talented Latino actor behind the makeup.

Behind The Scenes

Robert Rodriguez speaking at the 2014 San Diego Comic Con, California. Source: Gage Skidmore

The Star Wars universe is more diverse than a space cantina, and there's a whole squad of Latinos making it happen behind the scenes. One of the biggest names on that list is Robert Rodriguez - the man who brought us the Mariachi trilogy, Sin City, and Alita: Battle Angel.

But Rodriguez's talents don't stop at the big screen. He's also a master of the small screen, having directed episodes of fan-favorite shows like Breaking Bad and, of course, The Mandalorian. And now, he's calling the shots on one of the latest Star Wars sensations, The Book of Boba Fett. As showrunner and executive producer, Rodriguez injects his unique style into the galaxy's criminal underworld.

And last not but least, the man who keeps the Star Wars ship sailing smoothly - Pablo Hidalgo. As the creative executive at LucasFilm, this Chilean-Canadian creative is the ultimate authority on all things Star Wars. From the Skywalker Saga to the latest Disney+ series, Pablo makes sure that the continuity is rock-solid across all mediums.

The Star Wars universe is a prime example of how diversity and representation can enrich a story and make it more impactful and meaningful for everyone. So let's celebrate the Latine heroes of Star Wars and keep fighting for more inclusivity in our media and beyond.

Years ago, during a Democracy in Colorpodcast appearance, I had a conversation with then-host Aimee Allison about my adolescent years growing up in a single-parent, low-income household and the challenges that came with it. My story is well-documented, having told it time and time again for almost a decade, but during this interview, it was different.

For the first time during an interview, Host Aimee Alison interrupted me when I was describing my time in the juvenile justice system.

Normally, in our sound-bite world, I try to get through that part of my life as quickly as possible while still keeping it substantive enough to make my point. The interviewers are happy to oblige the quick pace. But this time around, Aimee said to me, “I want to go back to those cinder-block walls.” For a moment, I was startled but then also hesitant.

At that point in my career, I had talked often about what it was like to be treated like just another number going through the criminal justice system, what it was like to be treated like discarded, worthless cattle to be identified, recorded, and cataloged. But I had never really talked about it, and surprisingly, or maybe not surprisingly, I found it profoundly difficult to do.

The School to Prison Pipeline

I was 12 when I was first tracked into the juvenile justice system — just a little girl, as Aimee pointed out. It started out with acting out behavior like ditching school, shoplifting, and running away as a result of not understanding what was going on at home. Not understanding why my dad beat my mom, and understanding, even at the age of 9 when this was happening, that she had to leave, but never understanding why she chose not to come back for us like she said she would.

I was a good kid. I got good grades. I was in gifted and talented education and even made 1st chair in the orchestra. But my young mind concluded that my mom simply didn’t want me, or my baby brothers, and I didn’t understand why. So I ran away from home. I cut classes. I shoplifted. I turned to the only form of stability that made sense at the time that was available to me— gangs.

The circumstances of my young life were less than ideal — and I say that from the perspective that even though I experienced trauma that no young person should ever know, I also recognize that there are hundreds of thousands of young people who have experienced and are currently experiencing, much deeper and troubling trauma than I ever did. Much like these kids who are growing up in environments that are over-policed and under-resourced, when I cut classes and ran away from home and was caught, the police could have taken me back to school, or done any number of things, but instead, they handcuffed me, threw me in the back of the police car, and took me straight to juvenile detention.

The staff at the detention center could have done any number of things, but instead, I was processed like everyone else was — from murderers to curfew violators, the process was the same. Every last point of contact in the justice system could have done something differently if, in fact, they thought of the children going through the system as young kids with their own stories instead of just files to process.

The process can vary from place to place, bur normally, when you arrive at juvenile detention facility, you're placed in a holding area. Cinderblock walls and cold cinderblock benches line the room. Once someone is available, you're pulled out and taken to a desk where you're fingerprinted, photographed for your mug shot, and asked various intake questions. If you’re lucky and your parents can pick you up quickly, you sit in the holding room until someone picks you up.

I can’t remember a time when those rooms weren’t ice cold—and good luck if you got a blanket. Asking for some comfort never worked. It’s like the rooms were designed to be ice-cold torture rooms, and the staff were happy to carry out the mission. Most of the time my dad couldn’t be reached to pick me up, and when too much time passed, you were changed into an orange or tan inmate jumpsuit in preparation for a longer-term stay. That meant they had to inventory your belongings and strip search you.

The Trauma that Endures

I remember being strip searched. I was old enough to know that my body was private but not old enough to have much to be private about. Another cinder block room and cold floors. “Take off your clothes.” “Hand them to me.” “Do you have any contraband?” “Put these clothes on.” “We’ll be back to get you.” Metal fortified door slammed shut. The slam reverberates.

The process of being institutionalized does something to you. It chips away at your sense of self. Your sense of humanity. Slowly but surely your status begins to feel less than human. Some would argue that it’s supposed to be that way. Some would argue that it’s supposed to be uncomfortable and traumatic. Others would argue and demonstrate that harsh treatment and out-of-home placement of young offenders fails to produce positive outcomes for offending youth. In fact, decades of research prove that our tough on crime policies that produced a generation of felons and shot the U.S. to the number one global spot in prison population are actually costing usmore money and producing less societal benefits.

But statistics and policy aside, how much time do we spend talking about, and thinking about the day-to-day decisions that could possibly change the outcome of the lives of the people who are going through our system? How often do we hear about the prosecutor who treated the defendant like a human being with dignity instead of labeling them “bad guys” before they even got a hearing? How often do we think about the extenuating circumstances of offenders before we assume that all forays into the justice system are as simple as good choice vs. bad choice? How often does the media cover crime stories in the context of indicators that predict a child’s life outcomes? Not often at all.

Why? Because we live in a sound bite world. We live in a world where even my own story has been whittled down to a feel-good, pick yourself up by your bootstraps (a terrible saying, that by literal definition is impossible to do), good ‘ole American success story. A story where “personal responsibility” reigns supreme.

The Bootstrap Myth

In response to the potential for “personal responsibility” co-opting, I spend a lot of time highlighting the decision that my parole officer made not to revoke my parole and send me back into the system that chewed me up and spit me back out many times over. I spend a lot of time highlighting the resource and time investment that people made in me plusmy own desire to break the cycle I finally realized I was in.

I do that because it’s honest.

It’s also the situation that so many young people and adults are facing every day as they churn through our modern justice (or more accurately, injustice) system. Almost no one wakes up one day with no support, intervention, or mentorship and says to themselves, today is the day I become someone else.

We are in dire need of systemic change to our criminal justice system, but we are also in dire need of decent human beings who have the courage and compassion to treat arrestees (because yes, everyone is supposed to be innocent until proven guilty) and offenders like human beings. My parole officer had no idea that when she took into account my abysmal life circumstances and made the decision to give me another chance, she extended me another lease on life. She had no idea that I would end up writing this piece from a scenic waterfront cafe as I sip on coffee and contemplate my thoughts in the serenity of the flowing river and the cool passing breeze.

The coolness of the passing breeze couldn’t be more different than the harsh cold of the cinder block bench surrounded by the cinder block walls that once confined me - a memory that will plague me forever. How many others could also be in different situations if only someone had shown them some compassion and understanding, as my parole officer showed me? What might possibly become of this family after Judge Amber Wolf decided to let this defendant see his newborn baby while in court despite the no-contact order in place?

Time will tell, but if you asked my parole officer 25 years ago what she thought was going to happen to me after she decided to give me a chance, she probably wouldn’t have described my waterfront location or the list of honorifics that precede my name. "Inmate" would have been the likeliest guest by expectation standards. “Inmate” certainly would have been what most people I encountered would have guessed — and that's the crux of the problem.

We can expect more from our kids who are in troubled conditions when we meet our duty to change those conditions. Expecting change without this means we will just continue to let our children's futures waste away, creating a societal expense that's so vast it can't even be quantified.

Luz Media

Growing up, many of us heard about the awful ways in which weed would ruin your life. It was la planta del diablo. That negative (and mostly false) perception of cannabis is becoming less prevalent as more and more individuals embrace the plant for its healing properties. As States continue to legalize both the usage and possession of cannabis and approve it for both recreational and medicinal use, the industry continues to legitimize itself while consumers discover the myriad of uses.

Image shared by perfectunion on Instagram

Image shared by perfectunion on Instagram

With the industry being legalized in so many states, we are left to wonder where the Latine community stands. We know brown and Black individuals were, and continue to be, disproportionately criminalized for being consumers of cannabis, and as legalization becomes a reality in many states, we are fortunately starting to see less impact on these communities.

As states also attempt to address disproportionate access to wealth-building opportunities in the industry for those who were unfairly targeted and convicted of marijuana crimes, we are also seeing some semblance of hope as more people of color entrepreneurs enter the industry. Whether people of color are taking advantage of these new opportunities as entrepreneurs or as professionals in the space, the increase in diversity numbers is a win for everyone.

These five Latinas are making strides in the cannabis industry, and we hope that after them, come many more.

Roshelly & Shanelly Peña

Photo by latinas_cann on Instagram

Photo by latinas_cann on Instagram

Sisters Roshelly and Shanelly Pena, founders of Higher Dining Experience, have transformed their unexpected journey into cannabis-infused chefs. Their lifestyle cannabis brand combines Latin flavors with a touch of high times, offering savory power dishes, desserts, and mocktails. Higher Dining has become a sought-after destination for both cannabis enthusiasts and newcomers seeking flavorful experimentation. From THC-infused chimichurri with carne asada to guava chicken wings made with canna oil, their menu tantalizes the taste buds. The culinary series also provides a social and interactive experience, allowing guests to explore different strains, enjoy handmade pre-rolled joints, and indulge in microdosed creations.

Priscilla Vilchis

Photo by hollyweedqueen on Instagram

Photo by hollyweedqueen on Instagram

Priscilla Vilchis, a native Californian, recognized the potential of cannabis as an alternative to highly addictive prescription medications during her time in a physician's office. Becoming the first Latina in the US to obtain a license for cannabis production, she established Premium Produce, a Las Vegas-based cannabis facility where she serves as CEO. Vilchis has further expanded her entrepreneurial ventures by founding her own cannabis business, Reina.

Ruth Jazmin Aguiar

Photo by zamoravisuals on Instagram

Photo by zamoravisuals on Instagram

Ruth Jazmin Aguiar, a cannabis industry veteran, brings nearly a decade of experience in regulation, advocacy, licensing, strategy, and social equity. With expertise in business development within Spanish-speaking markets, she bridges the communication gap between entrepreneurs and government officials in California and beyond. In 2021, Aguiar joined Locatora Productions as the cannabis business manager for their podcast, Marijuanera: a Podcast for Potheads, expanding her career into mainstream media.

Frances González

Latinas Cannapreneurs

Latinas Cannapreneurs

Growing up in Puerto Rico, Frances González was told a lot of things about weed. Mainly, that it was a harmful drug not to be abused. After trying it at 22, González realized the misinformation around cannabis, and she went on to start Latina Cannapreneurs to combat the misinformation about the industry. Latina Cannapreneurs is a nonprofit organization that works to educate and empower Latinas about the cannabis industry and works to promote Latina entrepreneurship within the industry.

Susie Plascencia

Photo by Susie Plascencia on Facebook

Photo by Susie Plascencia on Facebook

Susie Plascencia is a multifaceted Latina journalist, entrepreneur, and cannabis advocate. As the founder and CEO of NightShift Digital and NightShift Cannabis, she utilizes her expertise in PR, social media marketing, and the cannabis industry. Plascencia's dedication to Latina representation led to the creation of Latinas in Cannabis, an influential online community that empowers and connects Latina entrepreneurs, content creators, educators, and advocates. Furthermore, she holds significant positions as the co-founder and CMO of MOTA Glass.